Monday, August 06, 2012

comScore surveys tablet buyer demographics and reasons for buying

comScore has released its first comScore TabLens report, a monthly survey covering U.S. tablet ownership and usage. The survey consists of a three-month rolling sample of 6,000 U.S. tablet owners. The first report covers tablet buyer demographics and reasons for purchasing. Here's a summary of the findings:
  • Overall, tablet ownership is split exactly 50% men/50% women, with heaviest ownership in the 25-34 year old age group and with respondents whose household income is $100K/year or more.
  • iPad owners are more heavily male (52.9% male/$47.1% female).
  • Kindle Fire owners are more heavily female (56.6% female/43.4% male).
  • Owners of other Android tablets are slightly more male than female (50.9% male/49.1% female).
  • Owners of all three kinds of tablets have a similar distribution of age groups and household income, except that the iPad has more owners with $100K or greater household income than the other two tablets (46.3% for the iPad, vs. 33.3% for the Kindle Fire and 32.5% for other Android tablets.)
  • The most important factors for buyers of the iPad are 1) Selection of apps, 2) Brand name of the tablet, and 3) The tablet's operating system.
  • For Kindle Fire buyers, the three most popular factors are 1) The price of the tablet, 2) Selection of apps, and 3) Brand name of the tablet, and music and video capabilities (tie).
  • For other Android tablet buyers, the three most popular factors are 1) The price of the tablet, 2) The tablet's operating system, and 3) Selection of apps.
  • The iPad had the highest overall device satisfaction (8.8 out of 10), followed by the Kindle Fire (8.7) and other Android tablets (8.2).

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